AUGMENTED REALITY AND MODERN SPORT MANAGEMENT
Article Sidebar
Main Article Content
Abstract
This article aims to present a concept of applying the Augmented Reality (AR) technology in sport management by synthesizing, analyzing, and summarizing previous related articles and researches. The results showed that the benefits of AR technology used in sport sectors are the developing athletes’ performance, assisting referees’ decision, improving marketing strategies and enhancing sport broadcasting experience. However, there are obstacles including high cost of software investment, lack of AR technology implementation, limitation of instruments and internet network, applying AR technology in sport management seems ineffectiveness. Therefore, it can be concluded that AR technology will plays an important role in developing both sport science and sport industry sectors directly nor indirectly. Even though, there are a lot of benefits of applying AR in sport management, the obstacles cannot be neglect. In-deep research and teamworking have to be done as well as surveying the users’ opinion and satisfaction for designing and developing the system to maximize the results and fit to the application of every purposes.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355 - 385. doi: 10.1162/pres.1997.6.4.355
Bangkokbiznews. (2016). SEE THRU THAILAND by SIPA. Retrieved from https://www.bangkokbiznews.com/tech/724425
Bell, K. (2018). StubHub is using augmented reality to help you buy Super Bowl tickets. Retrieved from https://mashable.com/2018/01/18/stubhub-augmented-reality-app-super-bowl/
Boland, M. (2017). ARCore + ARkit = Half a billion devices by year-end (new report). Retrieved from https://www.thevrara.com/blog2/2017/10/11/arcore-arkit-425b-devices-by-2020-new-report
Bozyer, Z. (2015). Augmented reality in sports: Today and tomorrow. International Journal of Science Culture and Sport, 3(12), 314 - 314. doi: 10.14486/ijscs392
Chang, C., Hsu, B., & Chen, M. (2022). Viewing sports online during the COVID-19 pandemic: The antecedent effects of social presence on the technology acceptance model. Sustainability, 14(1), 1 - 12. doi: 10.3390/su14010341
College Football Playoff. (2020). College Football Playoff teams up with Nike for augmented reality experience at 2020 national championship game. Retrieved from https://collegefootballplayoff.com/news/2020/1/10/cfp-nike-ar-activation.aspx
Draper, L. (2019). Fans excited to “pose with the pros”. Retrieved from https://www.dallascowboys.com/news/fans-excited-to-pose-with-the-pros
Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53, 1 - 10. doi: 10.1016/j.jretconser.2019.101986
Garcia, A. (2019). Google Glass lives on in the workplace. The latest pair costs $999. Retrieved from https://www.cnn.com/2019/05/20/tech/google-glass-enterprise-edition2/index.html
Goebert, C. (2020). Augmented reality in sport marketing: Uses and directions. Sports Innovation Journal, 1, 134 - 151. doi: 10.18060/24227
Haller, M., Billinghurst, M., & Thomas, B. H. (2007). Emerging technologies of augmented reality: Interfaces and design. London: Idea Group Inc (IGI).
Han, J., Farin, D., & With, P. (2007). A real-time augmented-reality system for sports broadcast video enhancement. In R. Lienhart & A. R. Prasad (Eds.), Proceedings of the 15th ACM International Conference on Multimedia, Augsburg, Germany: ACM. Retrieved from https://dl.acm.org/doi/pdf/10.1145/1291233.1291306
Javornik, A. (2014). Classifications of augmented reality uses in marketing. In H. Duh, J. Stadon, & C. Stapleton (Eds.), Proceedings of IEEE International Symposium on Mixed and Augmented Reality 2014 Media, Art, Social Science, Humanities and Design, Munich, Germany: IEEE. Retrieved from https://ieeexplore.ieee.org/document/6935441
Majumdar, B., & Naha, S. (2020). Live sport during the COVID-19 crisis: Fans as creative broadcasters. Sport in Society, 23(7), 1091 - 1099. doi: 10.1080/17430437.2020.1776972
Mehra, A. (2022). Augmented reality (AR) and Virtual reality (VR) market worth 114.5 billion by 2027. Retrieved from https://www.marketsandmarkets.com/PressReleases/ augmented-reality-virtual-reality.asp
Mulcahy, E. (2019). 5 of the biggest sports marketing trends of 2019. Retrieved from https://www.thedrum.com/news/2019/05/14/5-the-biggest-sports-marketing-trends-2019
Newman, M. (2017). MLB takes AR to next level for fans at ballpark Augmented reality will enhance statcast data through iPhones, iPads. Retrieved from https://www.mlb.com /news/mlb-to-use-augmented-reality-to-enhance-data-c258179374
Niu, M. (2020). Application of intelligent virtual reality technology in clothing virtual wear and color saturation after COVID-19 epidemic situation. Journal of Intelligent & Amp; Fuzzy Systems, 39(6), 8943 - 8951. doi: 10.3233/jifs-189292
Noury, P., Polman, R., Maloney, M., & Gorman, A. (2022). A narrative review of the current state of extended reality technology and how it can be utilised in sport. Sports Medicine, 52, 1473 - 1489. doi: 10.1007/s40279-022-01669-0
Palladino, T. (2017). NBA's Sacramento Kings unveil new uniforms via augmented reality [Picture]. Retrieve from https://mobile-ar.reality.news/news/nbas-sacramento-kings-unveil-new-uniforms-via-augmented-reality-0178863/
Ratten, V., & Ferreira, J. (2016). Sport entrepreneurship and innovation. London: Routledge.
Rauschnabel, P., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43 - 53. doi: 10.1016/j.jretconser.2019.03.004
Royal Society of Thailand. (2019). Computer terminology. Retrieved from https://coined-word.orst.go.th/
Rundh, B., & Gottfridsson, P. (2015). Delivering sports events: the arena concept in sports from a network perspective. Journal of Business & Industrial Marketing, 30(7), 785 - 794. doi: 10.1108/jbim-06-2013-0131
Santana, D. (2019). Augmented reality has its limits, but is here to stay in sports. Retrieved from https://frontofficesports.com/augmented-reality-growth-in-sports/
Sawan, N., Eltweri, A., Lucia, C., Cavaliere, L., Faccia, A., & Mosteanu, N. (2020). Mixed and Augmented Reality Applications in the Sport Industry. In S. Liu (Ed.), Proceedings of 2020 2nd International Conference on E-Business and E-commerce Engineering, Bangkok, Thailand: ACM. Retrieved from https://dl.acm.org/doi/pdf/10.1145/3446922.3446932
Schmalstieg, D., & Hollerer, T. (2016). Augmented reality: Principles and practice. Addison-Wesley.
Splunk. (2022). What are augmented reality and virtual reality?. Retrieved from https://www.splunk.com/en_us/data-insider/what-are-augmented-reality-and-virtual-reality.html
Sporttechie. (2017). Augmented reality in sports. Retrieved from https://www.sporttechie.com/ augmented-reality-sports-examples/
Thansettakij. (2022). The growth of sport tourism in Thailand: Global trends affecting private sector. Retrieved from https://www.thansettakij.com/business/521021